Berkeley Haas Case Series

Case Information

Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?
Katona, Zsolt , and Miklos Sarvary
Publication date: 4/1/2018, pages 1-20

The case centers on Eyeo GmbH, a German software development company, whose main product is Adblock Plus, the world’s leading ad blocking browser extension which has been downloaded over one billion times. Publishing industry critics -- who benefit from digital advertising revenue -- have denounced the ad blockers and even taken Eyeo to court. Unlike its competitors, Eyeo believes that it is seeking the "middle ground with publishers by allowing online ads to appear only if they are acceptable and protect the users online experience." The case asks which path Eyeo's principal officers should take the company in the future.

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